Original scientific paper

Strategic Importance of ‘Brand’ in Tourism and Hotel Industry

Kate Glavor ; Department of Business and Economics, University of Dubrovnik, Dubrovnik, Croatia
Niko Koncul ; Department of Business and Economics, University of Dubrovnik, Dubrovnik, Croatia

Abstract

This paper deals with brand, mark or a stamp on a product or a service as a process of registration of the identity. Brand on a product or service in a form of a symbol carries a signal to its consumer that it is genuine and authentic and it meets the quality standard set by its producer or supplier. In the modern day society brand has become a strategically significant instrument of marketing policy of the suppliers on one hand and a driving force of demand on the part of
consumers on the other. It has become an indispensable tool of marketing strategy.

Keywords

brand; services; marketing strategy

Hrčak ID:

93382

URI

https://hrcak.srce.hr/93382

Publication date:

1.12.2012.

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